Basic Principles Of Customer Care, At The Institute For Best Customer Care
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The Basic Principles Of Customer Care
At The Institute For Best Customer Care
For Everyone In Your Company, From Top To Bottom
A Service Of The Institute For Best Customer Care - Rev. Bill McGinnis,
The Basic Principles Of Customer Care
Compiled And Edited By Bill McGinnis
FIRST SOME DEFINITIONS, AS USED HERE:
YOU - means you, yourself, the reader of this page, whoever you may be.
YOUR COMPANY - is any organization of which you are a part.
YOUR CUSTOMER - is any person who visits your company, either online
or in person, in order to obtain something from it.
CUSTOMER CARE - is how you treat your customers.
1. TREAT YOUR CUSTOMERS AS YOU WOULD LIKE TO BE TREATED IN THE SAME
This an application of the "The Golden Rule," our most important guideline
for dealing with other people, which is, "Treat Others As You Would Like
To Be Treated." This is the most important rule in all human
relationships, not just customer relationships. You can apply this rule to
almost any situation, and you will not be far wrong.
2. LEARN TO SEE AND FEEL FROM YOUR CUSTOMER'S POINT OF VIEW.
You like it when the other person understands your point of view and can
see problems the way you see them. So do the same for your customer. Learn
to see and feel every situation from your customer's point of view. The
ability to do this is called "empathy," and it will help you in all kinds
of human relationships, not just customer relationships.
Learn to "laugh when they laugh and cry when they cry."
NOTE: For more about empathy, you can visit the free Christian Empathy
Training Website at =>
advised that this website does contain some religious content based on
Progressive Biblical Christianity. Employers should not require their
employees to use this link.
3. SMILE AND BE FRIENDLY.
You like it when people smile at you and behave in a friendly manner. So
do the same to your customers. It is an ancient Chinese proverb, that "the
shop owner must have a friendly face."
4. BE COURTEOUS AND RESPECTFUL
You like it when people are courteous and respectful to you. And you
dislike it when people are discourteous or rude to you. So be courteous
and respectful in all of your dealings with your customers.
5. IF POSSIBLE, LEARN AND REMEMBER YOUR CUSTOMER'S NAME, AND USE IT
You like it when other people remember and use your name. So do the same
for your customers.
6. DON'T ARGUE.
Arguments are very negative. They poison good human relationships. You
don't like it when someone argues with you. So don't argue with your
customers. And if you see an argument coming, take the appropriate steps
to avoid it before it causes any damage.
7. DON'T CRITICIZE OR EXPRESS DISSATISFACTION WITH YOUR CUSTOMER IN ANY
Criticism builds hostility and bad attitudes. Criticism is poison to good
Customer Care. You don't like to be criticized; so don't criticize your
customers. They don't like it, either. And you won't help accomplish
anything good by criticizing. As your mother probably taught you, "If you
can't say something nice, don't say anything at all." But even better:
find something nice to say.
8. GIVE YOUR FULL ATTENTION TO YOUR CUSTOMERS WHEN THEY ARE TALKING.
You like it when people pay full attention to you when you are talking. So
do the same for your customers. Don't be half-trying to do something else,
or playing with your smartphone.
9. WHERE APPROPRIATE, TALK ABOUT YOUR CUSTOMER'S INTERESTS.
You like to have other people talk with you about your interests. So do
the same for them. Find out what things your customer is interested in,
and steer the conversation toward these things.
10. WHERE APPROPRIATE, ADMIT YOU MAY BE WRONG.
This idea is surprisingly powerful and useful!
Here's what to say, whenever there is a question as to a matter of fact:
"Now, I may be wrong about this. I frequently am wrong about things. But
this is the way it appears to me:" (And then state your beliefs.)
By admitting you may be wrong, and by admitting that you frequently are
wrong (You are, you know. We all are.), you encourage the other person to
admit that he, too, may be wrong! Then, with your egos out of the way, you
can both search objectively for the truth!
And if you really are wrong this time, it will be much less embarrassing
for you than if you had been stubbornly insisting that you were totally
11. LET YOUR CUSTOMER DO MOST OF THE TALKING.
You like it when people let you do most of the talking. So do the same for
them. It won't hurt you, and you might learn something.
12. LET YOUR CUSTOMER TALK ABOUT HIMSELF.
You like to talk about yourself, don't you? We all like to talk about
ourselves! But restrain the urge, and let your customer talk about
13. LET YOUR CUSTOMER TAKE THE CREDIT WHEN GOOD THINGS HAPPEN.
If something has worked out well, don't grab the credit for yourself, even
if you think you deserve it. Give it to your customer. Say, "It couldn't
have happened without you."
14. LET YOUR CUSTOMER SAVE FACE.
The expression "saving face" means to maintain dignity, or not to look
like an idiot or a worthless person. Sometimes people do things which make
them look like an idiot or a worthless person. If you can rescue your
customer in such a situation, and help him maintain his dignity, you have
done a very good thing.
And maybe someone will do the same for you some day, when you need it
most! "As you do, so shall it be done unto you."
15. REMEMBER: WHEN YOU ARE WITH A CUSTOMER, YOU ARE THE COMPANY TO HIM.
Your customer's opinion of your company may be based almost entirely on
his experience with you. So make that a good experience, to the best of
16. HOLD YOURSELF TO HIGH AND NOBLE STANDARDS, AND EXPECT THE SAME FROM
OTHERS IN YOUR COMPANY.
People tend to live up to the expectations others have of them. If you
expect a lot from people, they tend to give what you expect. Likewise, if
you expect little from people, that is what they tend to give.
So act honestly yourself, and expect honesty from your co-workers; act
morally yourself, and expect morality from your co-workers; act fairly
yourself, and expect fairness from your co-workers. Be a good example to
17. GO THE EXTRA MILE.
You are pleasantly surprised when other people do more for you than you
had asked or more than you had expected. So do the same for your customer:
"Go the extra mile," to be pleasant and helpful in all respects.
BLESSINGS TO YOU, AND BEST WISHES FOR YOU IN YOUR CUSTOMER CARE.
Yours, Rev. Bill McGinnis
Adapted for Customer Care purposes by Rev. Bill McGinnis,
based on his earlier document, "The Twenty-One Greatest Ideas
In Human Relationships." http://www.loveallpeople.org/the21.html
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